The magic word that turns non-stories into news

Heinz and Planters show that adding one word to your news release may spark increased coverage.

Turns out such a word does exist.


The act of making some aspect of your product environmentally friendly seems to captivate tree-hugging editors and journalists around the world.

Take the H.J. Heinz Co. as a prime example. News that the world’s foremost purveyor of pureed tomatoes is switching to a new type of bottle would hardly see the light of day. Let’s see what happens when we add the word “green” to the mix:

Fox Business: Heinz, Coke announce green bottle initiative
Fast Company: Heinz ketchup goes green with Coca-Cola’s plant-based bottle
Bloomberg: Heinz to use Coca-Cola’s plant bottle for ketchup

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